As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed Josh King, CEO of YNIS Inc., San Antonio. Here, he shares where the industry’s recruiting efforts can improve, offers insight to his goal-setting process, and talks about prioritizing mental well-being in the workplace.
Print & Promo Marketing: How did you get started in this industry, and what path did you take to land in your current role?
Josh King: I was introduced to the industry as a teenager, and being a lifelong salesperson realized the opportunity immediately. I was excited about the ability to choose the industry and clients that I would be working with and the financial possibilities. I was not aware of the promotional product industry prior to this introduction, and this lack of awareness I feel continues today. As promo professionals we should strive to do a better job of making the young people of today aware that opportunity abounds within this industry, posting annual revenue similar to the music industry. Our goal should continue to be transitioning from the previous trinkets and trash moniker to promoting our consultative marketing partnerships with clients.
PPM: How do you set goals for yourself? For your business?
JK: As I have transitioned from a salesperson to a leader of an organization, the goals I have for myself have changed. Where my goals used to be personal accomplishments — and mostly revenue related — today those same goals have a much lesser value to me. Enriching the lives of my co-workers, providing them with financial security and stability, and providing new experiences and opportunities are much more important to me than the numbers on a profit and loss statement (P&L). Being a leader sometimes is not so much about being in front, but knowing when to step back and let those around you shine. My current goal is showing those around me that we are successful not due to my leadership but as a direct result of their efforts and abilities.
PPM: How does the economy continue to affect the industry?
JK: [This] was another large growth year for YNIS — but as the year ended, macro headwinds started to be more prevalent and growth slowed. I am afraid that 2024 will be a challenging year not just for the promo industry but for the global economy as monetary policy continues to revert to the mean.
PPM: What do you expect to be some of the biggest changes or challenges the industry will face?
JK: As I have been in this industry for quite some time, I have seen massive changes as technology increased efficiency and enhanced communication opportunities. I feel that technology will continue to provide benefits to those who harness its power most effectively. Utilization of technology does introduce challenges not previously contemplated as viruses and tech malfeasance [are] more prevalent and can wreak havoc on an entire enterprise. The continued consolidation in our industry and transition from primarily family-owned to private equity operated business will also change the way we operate.
PPM: What keeps you up at night?
JK: Where I used to have only a handful of people that depended on me financially, I now have nearly 30 families that rely on me for their
financial well-being. This is a commitment that I take very seriously, and there are many nights that I lie awake contemplating my decisions and their effect on our team. I worry about the physical and mental health of my business family and what I can do to enrich their lives.
PPM: What do you think is the most exciting, cutting-edge thing your company is doing right now?
JK: A few years ago, we focused on company culture and have enacted quite a few incentives, trips, and campaigns that support a positive work environment. While recognizing and rewarding your co-workers is not cutting edge, it is exciting to me as it brings me joy to provide opportunities and experiences that might not normally be within their reach. In 2024, we are enacting an education program where YNIS will provide reimbursement for our team to pursue educational or enrichment pursuits that may or may not be directly related to our business. It is important that our team feel fulfilled in not only their business life but also in their personal life, and any support we can provide toward that goal is exciting to me.
PPM: What would people be surprised to learn about you?
JK: I have always been a fan of electronic dance music (EDM) and enjoy most of the subgenres within that broad category. I am looking forward to attending the Ultra Music Festival in Miami in early 2024, and [am] hoping to learn how to shuffle before attending the festival.
Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at [email protected] for a list of questions and other details.
